Smirnoff shows the #purepotential of ingredients + occasions in new billboards via Special Group

SPECIAL_Smirnoff_2018_OOH_Uhhhuhh (1).jpgSpecial Group has launched its latest round of brilliantly simple Smirnoff billboards showing the #purepotential of ingredients and occasions. The New Zealand-originated 'Pure Potential' campaign, now in its fifth year, has helped lift sales volume by 28% and value by a remarkable 71%.
 
The iconic billboards are the centrepiece of the highly-awarded, long-running integrated campaign that has seen Kiwis Instagramming the contents of their fridge in return for a personalised cocktail recipe videos, the transformation of a cement truck into the world's largest cocktail mixer, and 'Emojitails', a clever digital idea which allowed Kiwis to create different cocktails just by combining emojis.
SPECIAL_Smirnoff_2018_OOH_Hot_n_Sticky.jpgSays Michael Redwood, managing partner, Special Group: "Global best practice now proves that commitment to a long-term brand platform pays off in the long term. This is a hugelySPECIAL_Smirnoff_2018_OOH_Night_Shift.jpg successful home-grown example of this."
 
Says Adrian Hirst, category marketing director - wines and spirits, Lion: "TheSPECIAL_Smirnoff_2018_OOH_One_Love.jpg beauty of Pure Potential is that it's a powerful brand idea that has been fully delivered across every brand touchpoint, from above the line to in-store and digital, consistently over theSPECIAL_Smirnoff_2018_OOH_Play_Time.jpg past four years. I think the business results speak for themselves."

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